Interest in generational diversity has exploded since the turn of the 21st century, especially in Marketing and HRM. While many researchers are supportive of the concept of generations, a growing number have questioned the validity of the idea that people are psychologically different according to when they were born. In this interview, Peter Urwin speaks to Cranfield University’s Professor Emma Parry to discover what the research has to say about Generations X, Y and Z; why the findings from existing studies must be treated with caution; and why a lot of this work risks stereotyping certain age groups.